We are deeply saddened to announce that Don Julio González Estrada, the
industry legend and founder of Tequila Don Julio passed away on Tuesday,
March 20, 2012.

Mr. González’s passion, devotion and innovative thinking changed the
world’s perception of tequila. His namesake brand, Tequila Don Julio is
the world’s first luxury tequila and helped create a new segment for the
category. We are immensely proud to carry on his legacy and continue to
craft a tequila that is worthy of his name.

Our hearts and thoughts go out to his family and those that were touched
by his pioneering spirit. His main ingredient was passion and passion
above all else defines excellence.

More about the life of Don Julio González Estrada

Tequila Don Julio™ is mourning the loss of the man responsible for our
brand story. Don Julio González Estrada, founder of the
extraordinary tequila that carries his name, was 87 years old when he
passed away from natural causes on Tuesday, March 20, 2012. Undoubtedly,
this brings great saddens to our industry; however, we know that his
legacy will live on.

Don Julio González Estrada, who came from humble beginnings, was born on
the 7th of January of 1925 in Atotonilco, Jalisco. He was the third
child of Carlos González and María Estrada Moreno. From an early age he
learned the meaning of responsibility, a value he gained through working
at his uncle José’s tequila distillery. In the 8 years he worked there
he gained the experience, which unknowingly, years later would lead to
the birth of an extraordinary tequila.

At 15 years old Don Julio González experienced the loss of his father,
and became the head of his household. With the firm belief that success
could be reached with hard work, Don Julio embarked on the difficult
task of supporting his family. As a result of his need, he got a job as
a farmhand where he received nine pesos a week. After seeing that his
salary was insufficient, he persisted until he was able to start selling
tequila in small wooden barrels throughout Ocotlán, Jalisco which
belonged to the distillery where he worked in El Salvador, only a couple
of hours away. This allowed him to gain those same nine pesos but this
time on a daily basis.

Throughout his life Don Julio worked arduously, neither allowing himself
to fail nor succumbing to adversities. He always fought and prevailed in
his perseverance to achieve his goals. When he was 23 years old he wed
Dorothea Garcia, whom he had met in Ocotlán and with whom he had 9
children. From then on, he and his wife created a mutual support, which
they could count on for years to come.

Many describe the journey of Don Julio’s life as one that was honest,
just and fair. He remained loyal to his beliefs and was committed to his
work and family. The greatest success of his life is concentrated in
1942 when he started a tequila distillery which would later be known as
“La Primavera” and by 1951, with the brand Tres Magueyes, he was on a
path that would later ignite the traditions that have prevailed through
Tequila Don Julio in its different variants: Blanco, Reposado, Añejo,
70, 1942 and Real.

It is an honor that each one of our bottles carries the name of the man
who dedicated his life to one of our countries greatest icons: tequila.
His values and philosophy will always thrive in the fabric of our brand.

May you rest in peace, Don Julio González Estrada.

About Diageo

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